Sky TV (officially named Sky Deutschland AG) as the most important direct broadcast satellite Pay TV platform in Germany, Austria and Switzerland, offering a collection of basic and premium digital subscription television channels of different categories via satellite and cable television. As of 2017, Sky TV has more than 5 million subscribers.

Yet, in the entertainment area Sky is under strong pressure from streaming services like Netflix and Amazon Prime Video. That’s why Sky had to find a way to position itself as innovative, entertaining and likeable.

If you struggle saying “I love you”, say it with Sky. How? By using our very own content: thousands of hours of dialogue from our most romantic movies. Type your message, get some suggestions for more creative messages, and then create a supercut-film. This clip delivers your exact personal message with film snippets that have matching lines of dialogue. Send this clip to your sweetheart on Valentine’s Day and enjoy the reaction.

By encouraging people to “Say It With Sky” we turned the day of love, into big love for Sky.

The target audience consisted in men and women with a slight domination of females. The demographic range was between 18 and 49 years of age. Since this was a campaign to conquer new customers, we focused on people who don’t have Sky TV subscription, yet.

The campaign microsite was promoted with paid social media posts on Facebook, Twitter, and Instagram focusing on our main target group.

Yet, the main challenge was not to get people on the microsite, but to make sharing the branded content as fun and as easy as possible.

Whether we accomplished this mission? More than 120,000 generated branded messages speak to themselves.

The campaign was promoted with paid posts on social media. Here, we told people, that if they struggle to say “I love you” on Valentine’s Day, “Say it with Sky” can help them out.

On the campaign microsite, the users could type in their love message. The entered text would serve as a search request. The AI tool identified in real-time the best scenes based on length and audibility and even made suggestions for more creative messages. It then edited the scenes into a clip that delivered exactly the entered message. Branded love messages, directly shareable with your sweetheart. With one click users would send their message via email, Facebook, Twitter or Whatsapp.

During the Valentine’s week more than 200,000 users visited the website and more than 125,000 messages were shared. That’s more than 800 hours of branded user generated Valentine’s clips.

The campaign overall curated more than 125,000 personalised love messages from 845 romantic movies on Sky – and even led to a marriage proposal.

The personalized clips were heavily shared across social media on Facebook, Instagram and Twitter and the campaign was picked up by traditional media, generating a media value of 3.7 Million. On the back of this, subscriptions to Sky increased by 156%.

So you could say that we turned the day of love into big love for Sky.